Scotland attempts to rival Scandi lifestyle trend Hygge

It is the Scandinavian lifestyle trend said to embody cosiness and contentment.

But the concept of Hygge, which has been used to sell everything from cookery books to candles in the UK in recent months, has now got a Scottish rival.

VisitScotland has declared that Còsagach is, in fact, the new Hygge.

For those struggling to keep up, Còsagach is based on an old Gaelic word for feeling snug, sheltered and warm.

And if Scottish tourism bosses have anything to do with it, it will be one of the biggest lifestyle trends of 2018.

VisitScotland make no secret of their attempt to jump on the Scandinavian bandwagon, admitting that Còsagach “comes off the back of a boom in the trend for Hygge”.

It said research by its Insight Department had identified the consumer trend as one that could stimulate the Scottish tourism industry next year, noting that millions of tourists specifically report being attracted to the country to get away from it all.

“With tranquil seascapes, vast open spaces and many warm and welcoming pubs, Scotland is a perfect place for your well-being, so perfect in fact that a word of Scottish origin has been dedicated to that feeling of being snug, sheltered, or cosy; Còsagach,” it said.

“Scotland is a country where Còsagach can be achieved in all seasons, but it’s winter when it comes into its own.

“When the storms rage and the waves crash against the rocks, there is nothing more satisfying than being curled up in front of the fire, book and hot toddy in hand, listening to the weather outside.”

Researchers said businesses should create environments in which visitors can "relax and unwind" and promote them as such.

Chris Greenwood, VisitScotland's senior tourism insight manager, said: "In today's rapidly changing world, having an informed outlook is vital.

"Tourism is more than a holiday experience. It is integral to sustaining communities across Scotland by generating income, creating jobs and stimulating social change - and is increasingly sensitive to consumer trends and economic conditions.

"Our annual trends review has highlighted key trends developing within the tourism sector for the coming year, with the intangible link between the visitor and landscape set to play a significant role."

The report said the trend was a good one to grasp onto becayes “well-being is an interest that isn't going anywhere soon” and that long winter nights should be enjoyed.

By copying the Scandinavian Hygge, the report suggested Scotland could create a 365-day tourism season and highlight the country as a warm and inviting place.

The research paper also identified a number of digital 2018 trends it encouraged businesses to identify and expand upon, including augmented virtual reality which could be used to view hotel rooms or digitally reconstruct medieval castles and challenging fake news by asking consumers to prove the validity of their products.

It said: “The tourism and hospitality sectors are increasingly sensitive to consumer trends and economic conditions.

“The ever-changing nature of the consumer environment, through technological advances and societal shifts, means that stakeholders need to be aware of what may impact their business.”